Brand Identity

& Experience
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Index
1. Introduction
2. LEGO Brand Identity
3. LEGO Brand Experience
4. Closing Remarks

1. Introduction

One Voice.
One Global Brand Identity.
As we increasingly expand our global presence, the
LEGO Brand Identity needs to be homogeneous
and durable across touchpoints, channels and
markets. Ensuring a strong global LEGO Brand
Identity will contribute to creating long lasting
brand value in consumers minds, help us build
brand trust and loyalty, expand into new markets
and target audiences, and contribute to delivering
premium consumer experiences. By eliminating
inconsistencies in our brand identity, every
campaign or experience we oer will reinforce
the others, creating a virtuous circle of denition
and conrmation of our brand globally. If done

better than our competitors, our brand execution

will remain and expand as a sustainable position.
The LEGO Brand Identity & Experience will
direct, inform and inspire consumer & shopper
communication and contribute to the integration
of media channels and consumer touch points
by ensuring a coherent brand identity is being
communicated.
The purpose of the LEGO Brand Identity &
Experience becomes to support a unique and
globally consistent positioning of our brand.

The purpose of the LEGO Brand Identity & Experience is to support

a unique and globally consistent positioning of our brand.
1. Introduction

Brand Identity & Experience

Mission
Aspiration

Inspire and develop the builders of tomorrow

Globalize and innovate the LEGO system-in-play
Play Promise

Promises

Mutual value creation

Planet Promise

People Promise

Positive impact

Spirit
Values

1. Introduction

Partner Promise

Joy of building. Pride of creation

Succeed together

Only the best is good enough

Imagination - Creativity - Fun - Learning - Caring - Quality

LEGO Brand Framework

Time to get hands-on!

The LEGO Brand Framework guides us as an

organization. It captures our:

Just like a LEGO product, wed like you to build

your very own LEGO Brand Identity & Experience.

Mission
Aspiration
Four stakeholder promises
Spirit
Brand values

Its here we nd our Play Promise Joy of Building,

Pride of Creation. This is our promise to our
consumers. But how do we actually authentically
deliver on this promise?
This is where the building bricks of the LEGO
Brand Identity & Experience come into play.

Follow the building instructions the rst time you

build your model, as this will give you a further
understanding of what constituent parts make up
the LEGO Brand Identity & Experience.
Once youve built the model, following the instructions contained in this booklet, we encourage you
to create your own versions. As with any LEGO
play experience, sometimes you need a red brick.
Sometimes you need a green brick. Sometimes
you need both. Its up to you how you combine the
dierent bricks and elements according to your
needs. Just remember that the LEGO Brand Identity
& Experience always should be used as a starting
point to ensure the LEGO Brand is positioned in a
unique and globally consistent way.
Brand Identity & Experience

2. The LEGO Brand Identity

The Foundation: Introducing the LEGO Brand Identity

As a ladder, Brand Benets build upon each other starting from the bottom and leading towards
delivering on our Play Promise; they are inuenced by the outside context (Target Audience & Market).

PLAY PROMISE
JOY OF BUILDING, PRIDE OF CREATION

Target Audience
Context

Emotional Benefit

Functional Benefit

Product Truths

2. The LEGO Brand Identity

Market Context

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Target Audience Context

Understanding the world in which our consumers
live enables us to identify what truly matters to our
target audiences, and help us ensure the LEGO
brand resonates with them.
Fun and Learning through Play
Children learn about themselves, others and the
world through play. Childhood is a cherished
time of fun and freedom, and an opportunity
to develop skills like creativity and imagination.
Parents are unied by a desire to raise happy
children and ensure they learn 21st century skills
to help them adapt in a changing world and shape

2. The LEGO Brand Identity

their lives happily. Moreover, parents and children

are coming closer together through play.
Within this context our primary target audiences are:
Children (age 1,5-11, boys and girls) who appreciate
hands-on, minds-on activities like creative building
and role playing.
Adults (Shoppers) in their lives who recognize their
role in guiding children in a rapidly changing world.
Our secondary target audience is:
Adult Fans of LEGO (AFOLs) who, whether teens
or adults, also enjoy hands-on, minds-on play like
creative building and role playing.

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Brand Benets
Within the target audience context and the market
context, the LEGO brand value proposition builds on:

Emotional Benet: I feel proud look what Ive

created while I had fun.

Product Truths that are original, relevant,

credible and appealing to consumers
Functional Benets that consumers gain
as a result of using our products
Emotional Benets that consumers feel from
using our products

For Adults
Product Truths: Quality it is a thoughtfully
designed system in play, versatile, intuitive, reusable, and safe.
Functional Benet: My child gains learning through
play by balancing challenges with my childs
capabilities, fun, creativity and imagination.
Emotional Benet: I feel that I am caring for my
child as I make a dierence in his or her life to
develop happily.

Since we have two primary target audiences, namely

children and the adult in their lives (shoppers),
the LEGO Brand Identity reects a brand that is
relevant for both.
For Children
Product Truths: It all ts the pieces can be
explored and put together in dierent ways.
Functional Benet: I can create whatever cool/cute*
and exciting world I can imagine. Alone or with my
friends and family.
2. The LEGO Brand Identity

*For boys, 'cool' is an important functional benet, whereas cute is important for girls.

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Market Context
Insights into which brands, products and services that
address the needs of our target audiences help us
to better understand and manage the competitive
landscape in which the LEGO brand is positioned.
Creative Play Experiences
We are in the business of Play. In that space we build
a unique position within Creative Play Experiences

Creative

Playmobil

YouTube

Enablers
of Creativity,
such as tools
and platforms
for creative
self-expression.

Hasbro
Mojang
Apple

Experiences
Enablers of Experiences,
such as brands that orchestrate experiences across
platforms, touchpoints and
categories.

2. The LEGO Brand Identity

Activision

Disney

Play
Enablers of
Play, such as
manufacturers
of toys and
games.

which foster childrens ability to have fun, develop

skills, express themselves and socialize. Although the
need for play does not change, consumer preferences
do change over time. Todays play experiences span
the physical and digital worlds of childrens daily
lives, which put brands under increasing pressure.
Within this our competitors are:
Global enablers of creative play experiences both
online and oine
Childrens wish lists there are many commonalities
across markets, but also some dierences between
local markets.

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Our Play Promise

As a ladder, Product Truths, Functional Benets and Emotional Benets build upon each other
and lead towards delivering on our Play Promise.

Joy of Building,
Pride of Creation.

2. The LEGO Brand Identity

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PLAY PROMISE
JOY OF BUILDING, PRIDE OF CREATION

Target Audience Context

Fun and Learning through Play

Children learn about themselves, others

and the world through play. Childhood is
a cherished time of fun and freedom, and
an opprtunity to develop skills like
creativity and imagination.
Parents are unified by a desire to raise
happy children and ensure they learn 21st
century skills to help them adapt in a
changing world and shape their lives
happily. Moreover, parents and children
are coming closer together through play.

Target Audiences:
Children (age 1,5-11, boys and girls)
who appreciate hands-on, minds-on activities like creative building and role playing.
Adults (Shoppers) in their lives
who recognize their role in guiding
children in a rapidly changing world.
Secondary Target Audience:
Adult Fans of LEGO (AFOLs) who,
whether teens or adults, also enjoy
hands-on, minds-on play like creative
building and role playing.

Children

Emotional Benefit

I feel proud
- look what Ive
created while I had fun

Children

Functional Benefit

I can create
- whatever cool/cute and
exciting world I can
imagine. Alone or with my
friends and family

Children

Adults

I feel that I am caring

- for my child as I make
a difference in his/her life
to develop happily

Product Truths

It all fits
- the pieces can be
explored and put
together in different ways

Adults

My child gains
learning through play
- by balancing challenges
with my childs
capabilities, fun,
creativity and imagination

Adults

Quality
- it is a thoughtfully
designed system in play,
versatile, intuitive,
re-usable and safe

Market Context

Creative Play Experiences

We are in the business of Play. In that
space we build a unique position within
Creative Play Experiences which foster
childrens ability to have fun, develop skills,
express themselves and socialize.
Although the need for play does
not change, consumer preferences do
change over time. Todays play
experiences span the physical and digital
worlds of childrens daily lives, which put
brands under increasing pressure.

Competitive Landscape:
Global enablers of creative
play experiences
both online and offline.
Childrens wish lists
there are many commonalities across
markets, but also some differences
between local markets.

3. The LEGO Brand Experience

2. The LEGO Brand Identity

Introducing the LEGO Brand Experience

While the LEGO Brand Identity brings depth to the description of
the LEGO brand from a Consumer & Shopper point of view, the LEGO
Brand Experience oers a set of ve tangible guidelines for execution.
This is how we want consumers to experience the brand and these
elements can be used and combined in many ways.
Remember the LEGO brand is also build through an open dialogue
and interaction with consumers who actively contribute to the
interpretation of the brand via social conversations, events or other
types of experiences. When engaging consumers and shoppers in
LEGO experiences, such experiences should also express the essence
of the LEGO brand by enabling participation, dialogue, co-creation
and if possible drive further sharing of LEGO experiences.

Brand Identity & Experience

Personality
The human-like characteristics that dene how the brand behaves my LEGO friend.
Just as human personalities aect relationships between people, the LEGO brand personality can
be the basis of a relationship between our consumers and the LEGO brand. Therefore, ensure that the
LEGO brand personality is expressed in all brand communication.

My LEGO friend...
...has a vivid imagination
...is curious and likes to try out new things
...is always positive and optimistic
...is fun to be around with
...enjoys bringing people together
...is friendly and approachable
...is caring for others
...doesnt get bothered by the little things
...can comfortably adapt to play dierent roles

3. The LEGO Brand Experience: Personality

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Tone of voice
The way the brands personality writes and speaks. When used
across touchpoints the LEGO brand speaks with one voice.

Too Little
boring

restrained
disengaged
simplied
childish
dusty

Just Right
playfully humorous
energetic and active

Too Much
silly

uncontrolled energy

respectful and encouraging

talked down

inclusive and intuitive

over complex

human and authentic

relevant and contemporary

non-gender stereotypical, non-religious, non-political, non-prejudical, ethical

3. The LEGO Brand Experience: Tone of voice

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fad

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Symbols
The strategic symbols of the brand. Strong symbols make it easier to gain recognition and encourage
recall one glance should be enough to be reminded of the LEGO brand.

LEGO Logo

LEGO Bricks with the

LEGO wordmark
on the studs.

LEGO Mingures

LEGO Knob
Conguration

Please note that the proportions and dimensions between the LEGO bricks, the LEGO Minigures
and the Knob Conguration have to be correct when used together.
3. The LEGO Brand Experience: Symbols

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Visual Signatures
How the LEGO brand is visually communicated.

Gender balanced

Energetic

Proud
Itsmoments
as one of a kind

as she is.

Its a garden, a pirate ship, a castle,

an island, an enchanted forest and an
epic adventure. Its exactly what she
wants it to be.
Shes an explorer, a builder, a
designer, a creator and an inventor.
Shes every child that ever spilled
a bucket of LEGO bricks onto the
carpet and made them her own.
Shes not just showing you what she
made. Shes showing you what shes
made of.

Its a LEGO thing.

Amazement

Trigger the mind

Humorous

LEGO, the LEGO logo, the LEGO Friends logo, the Brick and Knob conguration and the gurines are trademarks and/or copyrights of the LEGO Group. 2013 The LEGO Group

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3. The Brand Experience: Visual Signatures

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Rituals
A way of doing things unique to the LEGO experience, which can contribute to a shared
experience among consumers and strengthen their bond to the LEGO brand.

The unique LEGO brand ritual is

Showing the nished model.
It links strongly to our brand play
promise, Joy of Building, Pride
of Creation. Additionally, this
ritual carries a social element
in proudly showing the nished
model to friends, family and
community.

Its as one of a kind

as she is.
Its a garden, a pirate ship, a castle,
an island, an enchanted forest and an
epic adventure. Its exactly what she
wants it to be.
Shes an explorer, a builder, a
designer, a creator and an inventor.
Shes every child that ever spilled
a bucket of LEGO bricks onto the
carpet and made them her own.
Shes not just showing you what she
made. Shes showing you what shes
made of.

Its a LEGO thing.

LEGO, the LEGO logo, the LEGO Friends logo, the Brick and Knob conguration and the gurines are trademarks and/or copyrights of the LEGO Group. 2013 The LEGO Group

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3. The Brand Experience: Rituals

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3. Closing Remarks

History

How to use the LEGO Brand Identity & Experience

Now that you have built the LEGO Brand Identity & Experience, its your job to
ensure it comes alive across local markets, channels and touchpoints.
Its up to you how you combine the dierent elements according to your specic
needs. Just remember that the LEGO Brand Identity & Experience always should
be used as a starting point to ensure the LEGO Brand is positioned in a unique
and globally consistent way.
Please keep in mind that Brand Development always must be involved during the
early stages of any LEGO brand initiatives.

Brand Identity & Experience

For questions, please contact:

Global Brand Development
Sara Riis-Carstensen
+45 5215 9137
sara.riis.carstensen@LEGO.com
LEGO and the LEGO logo are trademarks of the LEGO Group.
2014 The LEGO Group.

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